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TABLE OF CONTENTS 





CONTACT INFORMATION 

pg- 3 

HIERARCHY OF USAGE 

pg. 20 

BUILDING OUR BRAND 

pg-4 

OFFICIAL TYPEFACES 

pg- 21 

MISSION STATEMENT 

pg- 5 

CUSTOM SUPPORTING TYPEFACE 

pg- 22 

OFFICIAL COLOR PALETTE 

pg-6 

ESTABLISHED SLOGANS 

pg. 23 

SHIELD FULL COLOR 

pg-7 

GRAPHIC ELEMENTS 

pg. 24 

CHAMPIONSHIP STAR 

pg-8 

GLITCH OUT 

pg. 25 

MINIMUM SIZE 

pg-9 

USE OF PHOTOGRAPHY 

pg. 26-28 

CLEAR SPACE 

pg. 10 

GUIDELINES FOR DOWNLOADING 

pg- 29 

SHIELD USAGE 

pg. 11 



THE RSL FAMILY 

pg. 12 



STRONGER TOGETHER CAMPAIGN 

pg. 13 



SHIELD INCORRECT USAGE 

pg. 14 



SUPPORTING MARKS 

pg. 15 



THE LION 

pg. 16 



THE CROWN 

pg-17 



PRIMARY WORDMARKS 

pg. 18 



SECONDARY WORDMARKS 

pg. 19 




pg- 2 


REAL SALT LAKE I 2019 Brand Style Guide 













CONTACT INFORMATION FOR RSL 





BRIDGET FARFEL 

Vice President of Marketing & Fan Engagement 
0: 801.727.2899 
E: bfarfel@rsl.com 

DAVID DRYDEN 

Senior Graphic Designer 
0: 801.727.2838 
Email: ddryden@rsl.com 



This publication is the approved artwork guide for Real Salt Lake. 

All marks shown in this publication are the property of Major League Soccer and Real Salt Lake and may only be reproduced with permission. 
The colors shown in this guide are for reference only. Match to PANTONE® color standards for accuracy. 

PANTONE® is the property of Pantone Inc. 


pg- 3 


REAL SALT LAKE I 2019 Brand Style Guide 













BUILDING OUR BRAND 



INTRODUCTION 

BUILDING OUR BRAND 


MLS/ 




WHY GUIDELINES ARE IMPORTANT 

These Brand Guidelines allow us to communicate our brand properly and consistently. 

The following pages detail the proper treatment of our shield, wordmark, colors, typefaces and usage in various 
applications. 


REVIEW PROCESS 

Most common projects are addressed in the pages of this document. If a project falls outside the scope of the 
guidelines outlined here, or if you have further questions, you can make inquiries to the contacts listed in this 
guide. The ultimate approval of projects not readily meeting the meeting the brand guidelines will come from 
the Senior Designer. 


REAL SALT LAKE 12019 Brand Style Guide 










RSL MISSION STATEMENT 






To build a world-class organization that consistently wins championships and provides 
extraordinary customer experience to its fans, sponsors and community partners. 


k. 


REAL SALT LAKE I 2019 Brand Style Guide 


















OFFICIAL COLOR PALETTE 



REAL SALT LAKE 

COLORS 


MLS/ 




CLARET 

PMS201 C 


C 24 
Y 80 


M 100 
K 18 


R 165 G 5 
# a41 f35 


B 49 


COBALT 

PMS 2758 C 

Cl 00 M 89 
Y 27 K 14 

R 1 G 52 
# 001e61 


B 116 


CHAMPION YELLOW 

pms hoc 

C 7 M 14 
Y 98 K0 

R 242 G 209 

# ffd 100 


COLOR MEANING 

The Claret and Cobalt represent the main sides of the population of Utah, with the Champion Yellow 
representing the bond that brings both sides together for the love of soccer and Utah pride. 


pg- 6 


REAL SALT LAKE I 2019 Brand Style Guide 
















FULL-COLOR 



REAL SALT LAKE 

SHIELD 


MLS/ 




FULL-COLOR SHIELD 





The full-color shield is always preferred. When used on a photographic background, drop shadows may be 
used to enhance legibility. Consider placing on a Claret or Cobalt bar if legibility would be compromised by the 
background image. 


pg- 7 


REAL SALT LAKE I 2019 Brand Style Guide 



























CHAMPIONSHIP STAR 



REAL SALT LAKE 

SHIELD 


STAR OPTIONS 


★ ★ 



FULL COLOR OUTLINE FULL OUTLINE SKINNY 


The MLS Star represents how many Championship Cups a team has won. RSL earned their star in the 2009 
MLS season. The full-color shield is always preferred. Star shield logo gets used for local and internal usage 
for the company and partnered sponsors. 


REAL SALT LAKE I 2019 Brand Style Guide 





















MINIMUM SIZE 



REAL SALT LAKE 

SHIELD 


MLS/ 





r 


RgAL SALT LAKE 



There is a minimum size at which the Primary Mark can be reproduced effectively. Necessary graphic 
placements that are smaller than this minimum size should use the Secondary mark rather than the 
complete Primary Mark. The minimum height at which the Primary mark can be reproduced is 1". 


pg- 9 


REAL SALT LAKE I 2019 Brand Style Guide 






















CLEAR SPACE 



REAL SALT LAKE I 2019 Brand Style Guide 


pg. 10 






















SHIELD USAGE EXAMPLES 



REAL SALT LAKE 

SHIELD 




USE ONLY APPROVED FILES. ADHERE TO CLEAR SPACE AND MINIMUM SIZE GUIDELINES. 

Place shield on backgrounds that show the shield clearly. Backgrounds should be solid or with subtle variations 
that allow quick recognition and readability. Claret or Cobalt bars can enhance clarity on complicated back¬ 
grounds. 



USE ALONGSIDE OTHER LOGOS 

When using the shield alongside other logos or in a lock-up, ensure that all logos appear prominently to adhere 
minimum clear space guidelines. Always place the RSL shield on the left hand side of the partner logo. 





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ARTNEI 

LOGO 

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REAL SALT LAKE I 2019 Brand Style Guide 


k. 


pg.ii 

































THE RSL FAMILY 



REAL SALT LAKE 

SHIELD 




AS ONE AS A FAMILY 

Real Salt Lake keeps growing! In 2018 the organization added the NWSL team, Utah Royals FC. Along with our 
USL team, Real Monarchs, Salt Lake is aiming to be a soccer state. Below are examples of showing how to 
align all three team logos together. 






REAL SALT LAKE I 2019 Brand Style Guide 


pg. 12 



































STRONGER TOGETHER CAMPAIGN 



REAL SALT LAKE 

SHIELD 




STRONGER TOGETHER 

The new campaign unites ail 3 teams together, for the love of soccer and the community and what it can bring. 
Clipping in photos or footage of the community, fans and players within the character of stronger. Brand each 
team with their prospective colors. 




RSL FAMILY UNITED. 



TOGETHER 


CLARET: RSL 



COBALT: REAL MONARCHS 



TOGETHER 


GOLD: UTAH ROYALS FC 


REAL SALT LAKE I 2019 Brand Style Guide 




pg. 13 


















































































SHIELD INCORRECT USAGE 



REAL SALT LAKE 

SHIELD 


MLS/ 




USE ONLY APPROVED FILES. ADHERE TO CLEAR SPACE AND MINIMUM SIZE GUIDELINES. 


This logo is a specifically 
designed combination of strong 
graphics and letter forms used to 
identify RSL and should never be 
altered. Always make legibility as 
well as visibility the top priorities. 

A: There are no 2 or 3 color version 
of the marks. 

B: Do not recolor the marks in 
any way. 



C: Do not skew any part of the 
mark. 

D: Do not condense, stretch or 
further manipulate the marks in 
any way. 

E: Do not rotate any parts of the 
marks. 

F: Do not use any colors other than 
the approved pantone values and 
equivalents. 

G: Do not combine elements of the 
identity system. 

H: Do not change the wordmark in 
any form. 

I: Do not add or modify any colors 
in the marks. 



G 


H 


I 


REAL SALT LAKE I 2019 Brand Style Guide 


pg. 14 















SUPPORTING MARKS 



REAL SALT LAKE 

LOGOS 


Use the flat Primary 
Shield whenever possible. 

These supporting marks 
should only be used in 
conjunction with the 
Primary Shield. 

Please use only with 
special permission from 
Real Salt Lake. 

The color ways shown 
below will always be the 
preferred choices. Rare 
cases may require an 
exception to this guideline. 


SECONDARY LOGO COLOR VARIATIONS 



WEB ADDRESS MARK 


l\SL.COIM 


REAL SALT LAKE I 2019 Brand Style Guide 


pg. 15 
















REAL SALT LAKE 

LOGOS THE LION 


MLS/ 




The RSL Lion represents the accomplishments and pride of the Club along with the shield. Use can vary as shown below: 



SEASON TICKET MEMBER: 

The lion when paired up with the crown represents being 
a Season Ticket Member. It can only be used for Season 
Ticket Member materials and graphics. 



THE CLUB: 

Without the crown the lion can be used for other RSL 
branding; mostly to show player or club accomplishments. 


REAL SALT LAKE 12019 Brand Style Guide 


pg. 16 










THE CROWN 



REAL SALT LAKE 

LOGOS THE CROWN 


MLS/ 

★ ★ X 





The RSL Crown is a graphic element that is used to help brand the three teams within the Real organization together. 
Each logo has a crown to bind them together. It can also be used to represent an accomplishment or a top player. 



GRAPHIC EXAMPLES 



SATURDAY *7:00 PM 




1 



BEYOND 

mmmm the 


•viP \\ J 


REAL SALT LAKE 12019 Brand Style Guide 


pg-i7 












PRIMARY WORDMARKS 



REAL SALT LAKE 

WORDMARKS 




The Primary Wordmark 
should be used when a 
variety of sponsors and 
logos are involved. 

The color ways shown will 
always be the preferred 
choices. Rare cases may 
require an exception to 
this guideline. 


USE FLAT PRIMARY WORDMARK WHEN NEEDED 


RgAL SALT LAKE 


SALT LAKE I RgAL SALT LAKE 



REAL SALT LAKE I 2019 Brand Style Guide 


pg. 18 




















SECONDARY WORDMARKS 



REAL SALT LAKE 

WORDMARKS 




TERTIARY WORDMARKS 



RJEAL SALT LAKE I R£AL SALT LAKE 


BLACK AND WHITE VERSION 



REAL SALT LAKE I 2019 Brand Style Guide 


pg. 19 




















































HIERARCHY OF USAGE 



REAL SALT LAKE 

LOGOS 


MLS/ 




The Primary Shield is at the top of the usage "hierarchy". Whenever possible, use this mark as the identifier of the team. 
Primary and Secondary Wordmarks make up the second and third tier. These marks are preferred when used in addition 
to the Primary marks, or if size/space restrictions necessitate using partial elements. 

Secondary graphics, including the Secondary Mark, Tertiary Wordmark, Ligature, and Secondary Ligature are available 
for special applications. 


REAL SALT LAKE I 2019 Brand Style Guide 


pg-20 



















OFFICIAL TYPEFACE 





REAL SALT LAKE 

TYPOGRAPHY 




OFFICIAL TYPEFACE 

DIN is the official typeface for Real Salt Lake. The DIN family of font provides a broad range of styles and weights. DIN regular should be 
used for body copy. DIN can be purchased at fonts.com. 

Hudson NY Regular is the expressive and headline/header typeface. It should ONLY BE USED FOR HEADLINES AND MAIN MESSAGES such 
as our slogans and matchdays. Can also be used to express player names. Can be purchased at myfonts.com. 

Champion Yellow text is strongly encouraged. It is the gold connection that brings fans together for soccer, also represents the gold bond 
between the three teams. 


Bold 


Medium 


DIN Next PRO 

BELIEVE - 
PENALTY - 
FULL TIME - 
GOAL!!! - buo 

0-36 — Regular 

PERFORMANCE -u* 

FINAL WHISTLE - 

AS ONE Ultra Light Italic 


Medium Italic 


HUDSON NY REG 

BELIEVE 
AS ONE 


REAL SALT LAKE I 2019 Brand Style Guide 


pg-2i 

















CUSTOM SUPPORTING TYPEFACE 



REAL SALT LAKE 

TYPOGRAPHY 


MLS/ 




REAL SALT LAKE TYPEFACE 

The Real Salt Lake shield and wordmark use a custom, modified version of TFArrow. 

Because elements of the type are enhanced, they should never be reset. 

Do not use without the approval of Real Salt Lake. When approval is granted, typographic elements will be provided as vector art files. 


CURRENT TFArrow LETTERS 

REAL SALT LAKE 


REVISED TFArrow LETTERS 

l\|EAL salt lake 


REAL SALT LAKE I 2019 Brand Style Guide 


pg.22 











REAL SALT LAKE 

ESTABLISHED SLOGANS 


MLS/ 



Lrsl established slogans 


SLOGANS 

• BELIEVE 

• AS ONE 

• STAND AS ONE 

• RSL FAMILY 

• REAL AS ONE 

• WE ARE RSL 

• STRONGER TOGETHER 

• WE’RE HERE FOR RSL 


DO NOT USE 

• JOIN THE PRIDE 

• FAN FOR LIFE 


REAL SALT LAKE I 2019 Brand Style Guide 


pg. 23 











GRAPHIC ELEMENTS 



REAL SALT LAKE 

GRAPHIC ELEMENTS 


MLS/ 




GLITCH ELEMENTS 

The 2019 theme of "Stronger Together" inspired from the community Real has with their players and fans. As we all come together for the 
love of soccer. The main graphic aesthetic is the use of "digital glitch." A glitch occurs when an image splits but then comes back together. It 
also is inspired from the 2019 secondary kit. Static overlays over backgrounds of the stadium atmosphere or fans are strongly encouraged. 




Claret is the primary color for RSL. 
Please use the claret as the main color 
for design backgrounds. 


GRAPHIC ELEMENTS 



Textual Outlines: Use as a graphic elements for designs. The 
outline represents the connections made through the club. Take 
your main or sub message/theme and create an outline to connect 
to the main message. 



Soccer Elements: Bringing soccer to the design. Encouraged to 
use outlines of the soccer field lines. Feel free to use the whole 
field or break it up . 


REAL SALT LAKE I 2019 Brand Style Guide 


pg. 24 



























































REAL SALT LAKE 

GRAPHIC ELEMENTS 




GLITCH OUT! 

Passion, excitement, action and emotion! These are the emotions to promote players. The digital glitch serves as a graphic aesthetic. 
Not needed for every piece of branding. 



REAL SALT LAKE I 2019 Brand Style Guide 


pg. 25 











REAL SALT LAKE 

PHOTOGRAPHY 



L USE OF PHOTOGRAPHY 


PLAYERS 

Our players are the face of the team. The examples below show how we represent our players in the mainstream world. 



Preferably photos of the players must be in their main claret kit. The white away kit to represent when they are playing away or for a 
special event. Action shots, celebration, and emotional shots are the most desired as they communicate the excitement of the game. 


REAL SALT LAKE I 2019 Brand Style Guide 


pg. 26 






























USE OF PHOTOGRAPHY 




STADIUM AND ATMOSPHERE 

Rio Tinto Stadium home of Real Salt Lake is a place of excitement and memories. The examples below show how the stadium should be 
displayed. 


REAL SALT LAKE 

PHOTOGRAPHY 






The sails are the most iconic aspect of the stadium. 

All stadium photos must show near full seating. DO NOT USE PHOTOS OF AN EMPTY STADIUM. 


REAL SALT LAKE I 2019 Brand Style Guide 


pg.27 


























USE OF PHOTOGRAPHY 



REAL SALT LAKE 

PHOTOGRAPHY 




FAN ATMOSPHERE 

Our fans are what truly makes RSL the team it is today. We love our fans and they love us. Show the love, share the love! 



One of the main reasons to come to an RSL game is seeing and 
being a part of the excitement. 



When fans get a chance to see their star players and staff. 




La Barra supporters groups that keep the game alive. 


We love to see our fan-made apparel. 


REAL SALT LAKE I 2019 Brand Style Guide 


pg.28 













GUIDELINES FOR DOWNLOADING THE BEST FILE TYPES 




FILE TYPES 

JPEG and PNG files work best with Microsoft Office software such as Word, Excel and Powerpoint. 
Art should be used at actual size or smaller. 

TIFF files work like JPEGs but are less compressed and therefore larger. They may result in better 
production quality. Art should be used at actual size or smaller. 

VECTOR files are best for scalable and print production applications. Printers and designers typically 
request VECTOR files. VECTOR files may be placed in most design and layout software. VECTOR files 
generally include EPS and Al files. 


REAL SALT LAKE 

FILES 


MLS/ 



PDF files provide a standalone file that can be viewed on most computer systems using Acrobat 
Reader. PDF files may be placed in most design and layout software. This art can be increased in size. 

GIF files are typically the smallest file size available with low resolution and RGB color. They are for use 
in online executions like emails, and websites and should not be used in printing 


REAL SALT LAKE I 2019 Brand Style Guide 


L. 


pg.29 













IF YOU BELIEVE THEN 


JUST STAND UP ON YOUR FEET 


AND SHOUT IT LOUD 


REAL! 


M 


HERE AT THE RIOT 
THE BATTLE HYMN'S BEGUN. 
WE'RE HERE FOR RSL!